Sferra broadens its reach

NEW YORK – Sferra Bros. today unveiled an updated logo and plans to expand to the Internet, part of an effort to expand its branding efforts to become more of a "global presence."

"We want to bring in younger customers without scaring off the older customers," said Aaron Stewart, creative director.

The effort began a year ago when the luxury linens company moved into a 35,000-square-foot office and distribution center, according to Janet Benton, marketing manager. "We've really beefed up the infrastructure of the company," she said from the company's new Manhattan showroom at 11 E. 26th St.

On the product side, Sferra Bros. plans to give more attention to the top of the bed at the New York Home Textiles Show in New York and will build upon its recent introduction of luxury throws.